PLDT Inc. is banking on more personalized data offers and wider 5G adoption to help sustain the growth of its wireless business under Smart Communications Inc. amid a slowing industry.
The company said Smart is using advanced data analytics to move away from traditional mass-market telco packages and offer promos that better match the needs and usage patterns of individual subscribers.
“We have been leveraging our hyper-personalization capabilities, which enable us to provide our customers the right service at the right price points at the right time,” Smart co-OIC Lloyd Manaloto said.
PLDT Chief Operating Officer Menardo G. Jimenez said this capability would be critical in helping the wireless segment respond to softer market growth.
“We used to just be able to offer one package for the whole Philippines. Now, we can pinpoint the specific data requirements of our customers based on analytics, know what kind of package or service our customers need, and offer it to them,” Jimenez said.
Smart’s prepaid brand TNT has rolled out its “For You Po” campaign, which allows subscribers to find promos suited to their data, call, and text needs through the Smart App.
PLDT said the campaign uses Smart’s AI-driven insights to recommend relevant offers for users, reducing the need to browse through several promos and making the customer experience more convenient and intuitive.
The company also cited the continued rise of 5G adoption as another growth driver for Smart. It said one in every five Smart subscribers is now using a 5G device, supported by more affordable 5G handsets, network optimization, and targeted rollouts.
Smart’s active data users reached 44.1 million as of end-March 2026, while 5G traffic rose 68 percent from the same period last year.
PLDT said the increase reflects growing demand for faster and more reliable connectivity, as well as the emergence of richer digital services and next-generation devices.
Smart is also expanding into AI-powered wearables through an exclusive partnership with Rokid. The company said it is the first and only Philippine telco to offer Rokid AI glasses bundled with a Smart Postpaid plan.
Jimenez said PLDT and Smart remain focused on finding new growth opportunities despite market challenges.
“While we see the challenges, we are not allowed to use these challenges as an excuse. We’re required, and that’s in our DNA, to be able to look at these challenges and weather this storm,” he said.